Brian Tudor discusses FK Diamonds Internet PR Strategy for his Strategic Internet Public Relations class at Full Sail University

1. FK Diamonds’ Internet PR Strategy
by Brian Tudor
Full Sail University

2. FK Diamonds Internet PR Strategy
FK Diamonds is a small independent diamond broker with a limited
budget for public relations and advertising, focused on the Greater
Cincinnati are of southwest Ohio.
• FK Diamonds will focus mainly on Internet channels (social media
and syndication) to spread their company and brand messages.
• FK Diamonds will utilize business relationships and professional
memberships to assist in offline efforts
• A Do-it-Yourself PR campaign is an must for a small business
owner with limited staff

3. FK Diamonds’ PR Distribution Channels
Distribution Channels: Social Media Channels:
• Pitchengine.com • Twitter
• Networked Blogs • Facebook
• Corporate Blog • YouTube
• Cincinnati Chamber of Commerce • LinkedIn
• Corporate Press Room • Flickr
• Sport Talk Radio Ad

4. Internet and Offline PR Channels

5. Pitchengine.com
• Let’s you easily include images, • Create social content that is more
video, links and more at no engaging (Readers view
additional cost Pitchengine Pitches longer than
traditional press releases by PR
• Enables readers to interact with Newswire, BusinessWire and PR
you and your Pitch™ long after it’s Web. (source: alexa.com)
been published
• Display your news, twitter stream,
• Helps you broaden your audience youtube channel and flickr gallery
beyond the journalist to reach automatically in one place with a
bloggers, investors, consumers and Pitchengine newsroom
other influencers on the social web
• Helps you eliminate the press kit
• We don’t brand your content with and move your entire PR platform
our giant header and links like to one place
wire services do. It’s your press
release!

6. Corporate Blog
• Utilizing a corporate blog FK Diamonds will be able to position themselves as experts in their field (independent
diamond broker) and can share industry news, company news and events.
• FK Diamonds will need to blog at least twice a week in order to create enough content to be pushed out though the
Networked Blogs tool to their linked Facebook fan page.
• Another tool FK Diamonds can use to help distribute their blog posts to to make sure whenever they are visiting an
industry, wedding or bridal blog of some sort to make sure they comment at the end of each blog they read, leaving a
link back to their own blog.
Networked Blogs
• NetworkedBlogs.com is an extension of the NetworkedBlogs Facebook Application to make our
user-generated blog directory accessible outside Facebook and provide more exposure to our blogs.

7. Cincinnati Regional
Chamber of Commerce
• Cincinnati Regional Chamber of Commerce Membership Listing
• More Exposure. Advertising discounts with Enquirer Media, The Business Courier and
Cincinnati Magazine
• This will give FK Diamonds an in, to have a relationship with local reporters and other
Chamber members, include bloggers from around Cincinnati (Soapbox, Girlfriendology
and more). This will be FK Diamonds’ the primary method for traditional PR campaign
to go along with their offline ads on local Cincinnati sports talk radio.

8. Corporate
Pressroom
• FK Diamonds’ Pressroom will be housed at http://fkdiamonds.com, and will
be a repository for all brand and corporate PR efforts. This will include a live
Twitter feed, links to their blog posts with RSS and social media sharing
capabilities, links to social media/online/traditional press releases, links to
industry news stories and updates and a place for both video and text
company testimonials and reviews from FK Diamonds’ customers.
• The FK Diamonds’ Pressroom will also include Share This links for visitors to
share releases, videos, images and events through sites like Digg, Twitter and
Delicious. This will increase the distribution potential beyond FK Diamonds’
existing network of customers, business partners and friends & followers.

9. Non-Social Media PR Metrics
FK Diamonds will measure their Internet PR Non-Social Media Strategy using these metrics:
FK Diamonds Non-Social Media Metrics
Objective Tools Metrics
FK Diamonds Search Terms Google Analytics Keyword Analytics: Cincinnati
Engagement Rings, Cincinnati
Loose Diamonds, Cincinnati
Diamond Broker
FK Diamonds Brand Mentions Google Reader Amount of articles and mentions
(news articles, user comments Search returned using Google Reader
and blog posts) Addictomatic.com Number of results when using
Google, Yahoo! or Bing for
search
Monitoring Addictomatic.com
for mentions across the Social
Web
RSS Subscriptions to FK Diamonds’ Feedburner Number of new subscriptions
Corporate Press Room and Blog each month
Overall Website, Blog and Google Analytics Number of unique visitors and
Press Room Traffic page views each month

10. “Consumers want more social
media interaction with companies”
Social Media
Distribution

11. Social Media
Distribution
• FK Diamonds will focus on Twitter, and YouTube as the main creative
channels syndicating the material posted on these sites to all of their other
social media communities.
• Using the social media buckets on the following slides FK Diamonds will
provide content and an opportunity to have others join in the conversation
about why FK Diamonds is the brand for them to follow.
• The conversation will encourage FK Diamonds’ to become brand evangelists
and spread the message and importance of the brand, company and owner.
• The FK Diamonds’ social media community is designed to work hand and
hand with their Word of Mouth marketing style for community members to
easy share updates (links, videos & blog posts).

12. “ Tw
Bra itter
nds Rul
Twitter Facebook
'” ed
by
Per
s ona
l Vo
ices
,N
ot
• Using Twitter will allow FK Diamonds to post quick • Like Twitter, FK Diamonds’ Facebook fan page will be used
messages, news and links important to FK Diamonds and for posting quick messages, news and links important to the
their business in real-time directly to their followers. By brand, company and owner. Facebook will also be the main
using tools available on Twitter FK Diamonds will be able tool for interacting directly with fans/friends/clients, by
to utilize industry hashtags (i.e. #diamonds, #engagement replying directly to posts and inquiries. Another benefit to
#jewelry and #fkdiamonds) to reach beyond their own Facebook, it is a great place to embed video testimonials from
network. Using keywords in Tweets will help FK past customers about their great experience purchasing
Diamonds’ updates to be recognized and syndicated by diamond jewelry from FK Diamonds.
Twitterbots.
• FK Diamonds update schedule for Facebook will be tied to
• There are many third-party Twitter clients available (i.e. their Twitter and Networked Blogs feed. As those two feeds
Hootsuite, CoTweet, .ect) using these kinds of programs FK are updated those updates will be pushed to Facebook.
Diamonds can set up Tweets in advance to set up a • Another benefit for using Facebook is the addition of user
schedule when Tweets go out to insure the FK Diamonds generated content to be seen by fans, visitors and clients alike.
brand message is heard 24 hours a day, seven days a week.
• Facebook will be a community hub allowing friends/fans to
• Twitter will be the primary microblogging feed and will be see syndicated marketing and branded messages from all of
synchronized with Facebook and LinkedIn to update the FK Diamonds’ social media communities
FK Diamonds Fan and Company Profile pages.

13. YouTube LinkedIn
• YouTube will be FK Diamonds home for all videos on • Becoming active in the LinkedIn community, FK
the web, by creating a channel and tagging all posted Diamonds will be able to share their network with a
videos FK Diamonds will be able take advantage of large number of industry professionals and potential
YouTube’s search engine. customers by posting to industry and local group
• FK Diamonds would benefit from setting up a video discussion boards, answering industry questions and
release schedule so channel subscribers are able to keeping news up to date on their own company page.
anticipate updates and visit the channel accordingly. • Positioning themselves as industry leaders on
• Posting videos at least once a week about FK Diamonds’ LinkedIn FK Diamonds will be able to link their
brand message, loose diamonds and educating buyers, Twitter feed and blog to reach out to their LinkedIn
will also help build online awareness. community.
• Flickr.com will help FK Diamonds better distribute images of
Flickr
the jewelry. Using keywords in the description of each image
and proper tags, FK Diamonds will increase the findability of
their products.
• Having a Flickr community will help FK Diamonds to
distribute their images across the other social media

14. Social Media PR Metrics
FK Diamonds will measure their Internet PR Social Media Strategy using these metrics:
FK Diamonds Social Media Metrics
Quantitative Qualitative
Number of Posts User Comments
Activity: Update Frequency
What FK Diamonds initiates
Number of Comments Customer Sentiment
Interactivity: Number of Fans or Followers Learnings
FK Diamonds’ social media Number of Page Views Buzz
exchanges with community Amount of User Generated
Content
RSS Subscriptions
Number of Leads Customer Sentiment
Returns: Number of Sales Learnings
FK Diamonds’ financial based How Customer Service Issues Successes
revenue and cost metrics Are Handled Creating a Lasting Customer
Creating a Lasting Customer Relationship
Relationship

15. Conclusions
• FK Diamonds Can Build Awareness for the Company, Brand and Owner by using the this
Internet Public Relations Strategy
• Focusing on Social Media will give FK Diamonds a no-cost platform to spread their brand
message, company image and industry expertise across the Internet
• Using a radio ad, offline memberships, relationships and contacts (bloggers, journalist and
business partners) will allow FK Diamonds to have better control of the message sent to existing
and potential customers not in the digital space
• Owner Fred Koss will be able to position himself as a leader in his industry by following this
plan
• A DIY Strategy will allow owner Fred Koss to have complete control over any and all PR
campaigns to spread the message he wants to spread
• FK Diamonds’ efforts in the digital space will yield more conversions (customer contacts,
interaction and sales)

16. FK Diamonds’ Internet PR Strategy
by Brian Tudor
Full Sail University